Design, Drawing and Brand: Why you must pay for and get out of the way of good design
by Stan Faryna
I couldn’t agree more with Paul and legendary designer Saul Bass.
Second to the skills and knowledge that come of a classical fine arts education, I also believe today’s designer cannot make amazing design without long affairs with brands. Not any brand. I recently made such a comment on Jack Steiner’s blog, TheJackB, to the same effect.
Again, you can’t just love branding or all brands – not if you want to design, support or market a powerful brand. Your affair must be with several brands that excite and inspire you across the years – no less than five years. And more than ten years is even better.
Because if you have never loved a brand, you can never create a brand worthy of love. Nor can you truly serve a brand.
And if you have loved a brand, you have shared it and, most importantly, you have spent money on it. It is apart of you and your identity – however strange this may sound to the spiritual person or those who have never been faithful.
To love a brand is to be faithful – to have chosen it among others – regardless of expense or potential embarrassment, lack of features, or (even) hardship or impossibility of obtaining it.
Myself, there are several brands that continue to excite me across the decades. For different reasons – of course. Among them Cartier, Creed, Doctor Who, Dr. Bronner’s Magical Soap, Japy Freres, Louis Vuitton, Marlboro, Marvel, Montblanc, Versace, S&B Golden Curry, Twinkies, and Porsche.
Love, it seems, does not follow any obvious pattern. [grin]
But, whatever it is, it is not a flirtation, a one night stand, or the five year fling that characterizes the modern (postmodern?) marriage.
That is why a brand or logo cannot be purchased for five dollars or $5000. And it is why the loveless cannot contribute anything worthwhile to the creation and management of a brand.
Listen to Peter Bradley share his passion for Porsche.
19 March 2013